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On social media, everyone is talking about Moul Lhout, a young fishmonger from Marrakech who has taken the internet by storm with his astonishingly low prices. Known primarily for selling sardines—the most affordable seafood option for Moroccan families—at just five dirhams per kilogram, he has garnered significant attention.
His prices have been contested by professionals in the fishing sector, with some questioning the quality of his products and others doubting his claims.
But Moul Lhout, whose real name is Abdelilah Ajjout, insists that he has all the official documents to prove he’s not lying. In his many videos with local media, he swears by the quality of his products and claims he is «exposing» what he calls «speculators and middlemen» who are responsible for high seafood prices.
On social media, the young business owner has become a sensation. He managed to gain a large following, significant views, and—most importantly—fame. His videos even caught the attention of authorities, with the Wali of Marrakech visiting him this week and the government spokesperson commenting on his actions.
Filling a gap
Regardless of the feasibility of his purchasing methods and pricing, deemed unrealistic and impossible by many, Moul Lhout has succeeded in drawing attention to an issue that resonates deeply with the public: prices and inflation.
The emergence of this young fishmonger and his videos has filled a «gap between lawmakers and citizens», according to Moroccan social media expert Marouane Harmach.
Rising prices and inflation have been a long-standing concern for Moroccans, though it's not necessarily the focus of online public debate. «In this climate, the emergence of a professional fishmonger actively challenging current prices is a shock to public opinion, politicians, and even others in the industry», he explained.
Harmach believes the arrival of Moul Lhout and his message addresses issues like purchasing power and inflation, which rarely make it to the forefront of public debate in the media or on social platforms.
In addition to addressing issues that deeply concern Moroccans, his videos have sparked a real debate in the social media sphere. «His actions caught the attention of the media, NGOs, and politicians, leading them to respond and justify their roles in the rising prices of seafood, particularly sardines», he noted.
A social media figure with sharp communicating skills
This wouldn’t have been possible without Moul Lhout’s «excellent communication skills and charisma», Harmach remarked.
Moul Lhout has «undeniable qualities», Harmach continued, describing the young vendor as «smart, charismatic, with a natural ability to communicate in an entertaining way».
The fact that he’s from Marrakech is also a plus. «His talent lies in his ability to attract and engage audiences with his words, knowing exactly how to create a buzz on social media», the expert said.
What also makes Moul Lhout’s content resonate with people is that, beyond his charisma, he is an entrepreneur—a business owner with a model that challenges the existing ones.
«His approach, marketing skills, and ability to sell himself online resemble the success stories of startups in larger economies», Harmach noted. Moul Lhout managed to become an internet sensation because he presents a solution, regardless of its feasibility. «It answers a pressing question for Moroccans», which is prices, Harmach added.
Inflation, rising prices : A real worry for Moroccans
Moreover, other merchants online are now following his lead, such as Moul Lbid, who is challenging others to sell eggs at much lower prices than competitors.
«This is a positive development», Marouane Harmach believes. «It’s like throwing a rock into stagnant water—it creates movement. I hope this encourages us to keep questioning and challenging practices across various sectors that contribute to inflation and the rise of prices», he explained.
The current economic and climate landscape, marked by high prices, drought, and other challenges, has even led to the cancellation of Eid al-Adha this year. Harmach sees the connection. «This decision likely stemmed from concerns about prices, particularly those related to livestock, and sent a clear message that rising prices are a real worry for Moroccans», he explained.
Whether it’s possible to sell sardines for five dirhams per kilogram, or if it’s just a social media stunt, Moul Lhout has managed to revive the debate on skyrocketing prices and inflation, just ahead of Ramadan. The sacred month is marked by high purchasing tendencies by Moroccans that often prompt or result in soaring prices.
